Every once in a while, I meet a founder who doesn’t just build a business, they build an experience. That’s exactly what happened when I sat down with Maribel Lieberman, CEO and founder of MarieBelle, at the New York Stock Exchange.
Now, I’ve interviewed hundreds of entrepreneurs, innovators, and leaders, but Maribel struck me immediately as someone who turned her entire life story into a brand identity – and not in a gimmicky way either. But in a crafted, intentional, deeply artistic way. She took the world she came from, the passions she cultivated, and the culture that shaped her and wove it all into one of the most recognizable luxury chocolate brands on the planet.
This is the story behind the chocolate. But more than that, it’s the story of how purpose, identity, and art collide to build something unforgettable.
A Founder Who Blends Art and Entrepreneurship
Maribel’s roots began in Honduras, where cacao grew in her own backyard, literally and historically. Chocolate isn’t a trend or a hobby for her. It’s heritage. And like any great artist, she built her work on what she knows best.
Before chocolate, she studied fashion and illustration. She married an artist. She surrounded herself with aesthetics long before she surrounded herself with cacao. That foundation shows up in every box of MarieBelle’s chocolates, each piece adorned with art, design, and storytelling.
Her brand didn’t start with spreadsheets or business plans. It started with a point of view: Chocolate should delight the eyes as much as the palate.
That philosophy is now baked, or melted, into everything she makes.
The Moment Everything Changed
MarieBelle didn’t begin as a global luxury name. It started in a small Nolita shop co-run with a friend. Maribel sold chocolate; her friend sold eyewear.
It was scrappy. It was tiny. It was quintessential New York.
But one thing shifted the entire trajectory of her business: hot chocolate.
Real hot chocolate. Pure, melted, indulgent cacao, not cocoa powder pretending to be chocolate. When customers tasted it, they didn’t just enjoy it, they reacted. And this reaction is where her brand story begins.
That moment reminded me of something every entrepreneur needs to hear:
Breakthroughs rarely start with scale. They start with something undeniably good.
The Artistry Behind the Brand
Ask Maribel how she blends artistry with commerce, and she’ll tell you something simple — art doesn’t need to be serious. It needs to make you smile.
That’s why her designs are colorful, joyful, and expressive. She approaches chocolate the way a designer approaches couture – each piece, each box; each store layout is intentional. She even described her chocolates as “lifestyles,” not products.
It’s a reminder that in an increasingly crowded world, brand is everything. Not just what you sell, but how it makes people feel. After all, a brand is nothing but a promise delivered.
Cultural Storytelling Through Flavor
What truly sets MarieBelle apart is how Maribel weaves culture into taste. Her chocolates feature ingredients like saffron, lavender, cardamom, and matcha not because they’re trendy, but because they come with stories.
Maribel doesn’t want customers to simply enjoy a flavor. She wants them to ask:
“Where does this come from?”
“What does it mean?”
“What’s the history behind it?”
That curiosity is what keeps people coming back. It’s more than just chocolate, it’s a global journey wrapped in blue boxes.
The Power of Identity in a Luxury Brand
One of my favorite lines from our conversation was her take on identity:
“MarieBelle isn’t about indulgence; it’s about identity.”
When you see her designs, her packaging, her stores, you remember them. They become part of how people celebrate, gift, and experience moments.
She believes elegance is a form of self-respect. And that shows in every detail from the boutique displays to the iconic packaging that people proudly leave on their counters long after the chocolates are gone. (Guilty as charged, I have one in my office.)
Scaling Luxury Without Losing Its Soul
Luxury retail is brutal. Trends shift fast. Consumers get picky. Competition is everywhere.
But Maribel carved out a protected space by staying rooted in quality.
MarieBelle is in the Metropolitan Museum of Art, the Pierre Hotel, and top-tier Japanese markets. She didn’t buy her way into luxury. She earned her way in with craftsmanship people couldn’t ignore.
Even now, everything is produced in Brooklyn before being shipped worldwide. That level of control keeps authenticity intact while allowing the brand to flourish globally.
The Japanese market has fully embraced MarieBelle, not because the country is chocolate-obsessed, but because it reveres artistry. Her designs spoke their language long before she ever stepped foot in the country.
Using AI as a Creative Tool, not a Replacement
When we talked about AI, she lit up, not with fear, but with fascination.
She uses AI to spark design ideas, test aesthetics, and even explore recipes. She knows AI doesn’t replicate human creativity, but it helps accelerate it.
That mindset, leveraging innovation without losing identity, is exactly why her brand continues to evolve while staying unmistakably “Maribel.”
A Founder Who Leads with Purpose
At the end of the interview, I realized something important:
Maribel didn’t chase luxury.
She didn’t chase trends.
She didn’t chase status.
She chased meaning.
And that’s what built the brand.
She turned chocolate into a cultural ambassador. She turned flavor into storytelling. She turned heritage into a global icon.
MarieBelle is more than indulgence; it’s an identity. And Maribel Lieberman is proof that when you honor your roots, embrace your artistry, and lead with purpose, the world will make room for your story.
And yes, her chocolate pairs exceptionally well with scotch. I can personally confirm that.
Our conversation was a distinct reminder that great brands aren’t made; they’re crafted.
Watch the full episode on C-Suite TV.
